Yulon Motor
Taiwanese automobile manufacturer, vehicle assembler, importer, and automotive holding-company business.
Last updated August 21, 2026
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Overview
Yulon Motor, commonly referred to as Yulon, is a Taiwanese automobile manufacturer, assembler, importer, and automotive-sector company within the broader Yulon Group. Founded in 1953 by Ching-Ling Yen as a machinery company, it became one of the principal institutions behind the development of Taiwan’s domestic automobile industry. Its growth was supported by Taiwan’s early industrial policy, including protective tariffs and lower duties on imported components, while the company progressively acquired foreign technology and manufacturing relationships. Yulon’s most important long-term partnership has been with Nissan. An initial technology relationship with Willys was established in the mid-1950s, followed by an agreement with Nissan in 1957. Yulon began producing engines in 1956 and assembled its first passenger cars, based on Nissan’s Bluebird, from 1960. For decades, many Nissan-derived vehicles were sold under the Yue Loong or Yulon name. The company later moved toward Nissan badging, beginning in the 1990s, and became an important manufacturing and market partner for Nissan in Taiwan. Although licensed production remained central to the business, Yulon also attempted to develop indigenous vehicle designs. The Feeling 101, introduced in 1986, was based on Nissan technology but represented an effort to create a locally developed family car. Later variants included the Feeling 102 and Arex. The Feeling line ended in the 1990s, but Yulon returned to original-brand vehicle development through Luxgen, launched in the late 2000s. Luxgen was positioned as a Taiwanese automotive brand with products developed through Yulon’s engineering capabilities and associated research organizations. A second marque, Tobe, briefly sold a modified Geely Panda/LC-derived vehicle in Taiwan and Vietnam before being discontinued in 2013. Yulon has also operated as a manufacturing and industrial partner for other automakers. Its activities have included complete-knock-down assembly, localization of foreign models for Taiwanese customers, vehicle engineering, importing, and participation in overseas production ventures. Partnerships and production relationships have involved Nissan, Chrysler, Geely, General Motors, Mercedes-Benz, Mitsubishi, and Dongfeng-related businesses. In Taiwan, the company has imported or distributed Nissan, Infiniti, and Renault products in addition to manufacturing vehicles. The company has historically been counted among Taiwan’s major automobile manufacturers and has competed with the Hotai Motor Group for leadership in the Taiwanese automotive market. Its corporate structure has been connected with several Yulon Group businesses, including automotive, financial, rental, industrial, and related public entities. The company’s role has therefore extended beyond a single vehicle marque: it has functioned as a manufacturer, technology partner, importer, brand incubator, and holding-company affiliate. Its automotive operations remain active, while some historical ventures, including the Dongfeng Yulon joint venture and the Tobe marque, have ended or entered restructuring.
History
Yulon was incorporated in September 1953 as a machinery company by Ching-Ling Yen. Its development coincided with the Taiwanese government’s effort to establish a domestic automobile industry. During the 1950s, protective tariffs on imported vehicles and comparatively favorable treatment for components helped local firms develop assembly and manufacturing capabilities. Yulon used this environment to seek foreign technical partners rather than relying solely on domestic know-how. In 1956, Willys agreed to share technology with Yulon, and the company began engine production during the same year. A more consequential relationship followed in 1957, when Yulon entered into a cooperation agreement with Nissan. Passenger-car assembly began in 1960 with the Nissan Bluebird. Nissan-based production became the foundation of Yulon’s business, and the company built a broad technical base in localized assembly, component integration, and adaptation of foreign models to Taiwanese conditions. Yulon’s early vehicles were sold under the Yue Loong name, an older romanization of the company’s Chinese name. In 1992, the company refreshed its identity and adopted the shorter Yulon name. From July 1994 onward, vehicles produced under the Nissan relationship increasingly carried Nissan rather than Yulon badging. The Nissan Cefiro based on the A32 generation entered Taiwanese production in February 1996 and became a major domestic seller. The company periodically sought to move beyond straightforward licensed production. Its first significant indigenous family-car project was the Feeling 101, introduced in 1986. Although it used Nissan-derived engineering, it was presented as a locally developed product. The Feeling 102 and Arex followed, but the line was discontinued in 1995. Yulon later rebuilt its original-product ambitions through Luxgen. Developed with support from Yulon’s engineering and research organizations, Luxgen was unveiled in 2009 and became the group’s principal modern attempt to establish a Taiwanese automotive marque. Luxgen vehicles used powertrains and technologies sourced through industrial partnerships while emphasizing local product planning, design, and integration. Yulon expanded its activities beyond Taiwan through manufacturing investments and joint ventures. It acquired a substantial interest in Nissan’s Philippine production operation in 1999 after Nissan withdrew from the market during the Asian financial crisis. Nissan later resumed control of its Philippine business, and Yulon’s involvement ended in 2013. In mainland China, Yulon took minority positions in production-related businesses associated with Dongfeng, including access to facilities in Guangdong and Hubei. Dongfeng Yulon was established in 2009 to manufacture Luxgen vehicles for China, with a planned production base in Hangzhou. The venture later entered bankruptcy in 2020. A second in-house marque, Tobe, was established around 2009–2010. Its only production model, the M’Car, was derived from the Geely Panda/LC and sold in Taiwan and Vietnam. The brand was discontinued in 2013, reflecting limited commercial traction and the difficulty of building a distinct identity around a rebadged vehicle. Yulon’s relationship with Nissan also changed institutionally. Following Taiwan’s Automobile Industry Development Act in 1985, Nissan acquired a 25 percent stake in Yulon. A later restructuring created Yulon-Nissan Motor Co., Ltd., a separate entity focused on manufacturing, research, design, and support for Nissan-related activities, including links with Nissan’s mainland Chinese operations. Yulon has continued to combine vehicle production with importing and distribution, including Nissan, Infiniti, and Renault products in Taiwan. Over time, Yulon became a core company of the Yulon Group, whose interests have included automotive, finance, rental, and industrial businesses. It has been recognized as one of Taiwan’s historically important automobile companies and has competed with Hotai Motor Group for domestic industry leadership. The company’s present identity is therefore broader than the legacy Yue Loong marque: it is an automotive manufacturer and importer, a licensed-production partner, an engineering organization, and a participant in a diversified Taiwanese corporate group.
- 2020
Dongfeng Yulon enters bankruptcy
[1]The mainland Chinese joint venture entered bankruptcy proceedings.
- 2013
Philippine and Tobe activities end
[1]Nissan resumed control of its Philippine operation, while Yulon discontinued the Tobe marque after weak market performance.
- 2009
Luxgen and Dongfeng Yulon established
[1]Yulon unveiled Luxgen as an indigenous brand and formed the Dongfeng Yulon joint venture for Chinese production.
- 1999
Philippine manufacturing investment
[1]Yulon acquired a 75 percent interest in Nissan’s newly built production operation in Santa Rosa, Laguna.
- 1994
Nissan badging adopted
[1]Vehicles produced under license increasingly used Nissan branding rather than Yulon badging.
- 1992
Corporate identity changes to Yulon
[1]The company renewed its logo and shifted from the older Yue Loong romanization to the shorter Yulon name.
- 1986
Feeling 101 introduced
[1]Yulon introduced the Feeling 101, its first major attempt at a locally developed family car.
- 1985
Nissan takes a minority stake
[1]Following Taiwan’s Automobile Industry Development Act, Nissan accepted a 25 percent stake in Yulon.
- 1960
Passenger-car assembly starts
[1]Yulon began assembling Nissan Bluebird passenger cars in Taiwan.
- 1957
Nissan partnership begins
[1]Yulon entered the Nissan relationship that would shape its manufacturing, engineering, and importing activities for decades.
Products and positioning
A Taiwanese automotive manufacturing and engineering company combining licensed production, vehicle importing, local market adaptation, and development of indigenous brands.
Licensed passenger cars and commercial vehicles · 1960
Nissan-licensed vehicles
Nissan-licensed production formed the foundation of Yulon’s automotive business. The company assembled and localized numerous Nissan models for Taiwan, initially selling them under Yue Loong or Yulon branding and later using Nissan badges. The relationship included manufacturing, engineering support, market adaptation, and importing. The Bluebird and A32-based Cefiro are among the historically important Nissan-derived vehicles associated with Yulon.
Locally developed passenger cars · 1986
Feeling 101, Feeling 102, and Arex
The Feeling family represented Yulon’s early effort to create locally developed vehicles rather than relying exclusively on foreign marques. The Feeling 101 was introduced in 1986 and was based on Nissan Auster/Stanza-era technology. Updated derivatives included the Feeling 102 and Arex. The line was discontinued in the 1990s.
Automotive brand · 2009
Luxgen
Luxgen was created by Yulon as a Taiwanese automotive brand focused on self-developed products. Its vehicles were developed through Yulon-associated research and engineering capabilities, while engines, transmissions, and other technologies could be sourced from external partners. Luxgen was sold in Taiwan and selected overseas markets and was also the focus of Yulon’s Chinese manufacturing venture with Dongfeng.
Small passenger car · 2010
Tobe M’Car
The Tobe M’Car was the only model marketed by Yulon’s short-lived Tobe brand. It was a redesigned and rebadged version of the Geely Panda, also known as the Geely LC, and was sold in Taiwan and Vietnam. The model and brand were discontinued after limited sales and difficulty establishing a differentiated market position.
Brand decisions
2013
Discontinue the Tobe marqueStrategyBackground
Tobe’s sole model was a rebadged and redesigned Geely product, and the brand struggled to establish a strong independent identity.
Action taken
Yulon ended Tobe operations after weak sales in its target markets.
Aftermath
Yulon’s indigenous-brand strategy remained centered primarily on Luxgen rather than maintaining multiple low-volume marques.
2009
Launch the Luxgen brandProduct launchBackground
Yulon sought to reduce its dependence on licensed assembly and establish a recognizable Taiwanese vehicle brand.
Action taken
Yulon unveiled Luxgen and developed vehicles through its domestic research and engineering capabilities.
Aftermath
Luxgen became Yulon’s main indigenous automotive marque and was subsequently promoted through overseas sales and the Dongfeng Yulon venture in China.
2009
Create Dongfeng YulonM&ABackground
Yulon needed production and distribution capacity to introduce Luxgen vehicles into mainland China.
Action taken
Yulon formed a joint venture with Dongfeng Motor to manufacture Luxgen vehicles in China.
Aftermath
The venture later entered bankruptcy in 2020, ending a major part of Yulon’s mainland Chinese Luxgen expansion.
1992
Adopt the Yulon corporate nameStrategyBackground
The company’s older English romanization, Yue Loong, was considered less concise for corporate and brand use.
Action taken
Yulon renewed its logo and adopted the shorter Yulon name.
Aftermath
The change modernized the corporate identity, while Nissan products later moved toward Nissan badging.
1985
Accept Nissan minority investmentStrategyBackground
Taiwan’s Automobile Industry Development Act reshaped the local automotive sector and encouraged deeper relationships between domestic manufacturers and international automakers.
Action taken
Yulon accepted Nissan taking a 25 percent stake, strengthening the companies’ manufacturing and technology relationship.
Aftermath
Nissan remained a central industrial partner, while later restructuring separated parts of the Nissan-related manufacturing and engineering activities into Yulon-Nissan Motor.
Recent events
- 2020
Dongfeng Yulon enters bankruptcy[1]
Bankruptcy
The Dongfeng Yulon venture entered bankruptcy proceedings after its mainland Chinese automotive business failed to achieve a sustainable position.
- 2013
Tobe brand discontinued[1]
Other
Tobe ended operations after weak sales and unfavorable market perception surrounding its rebadged-product strategy.
- 2010
Tobe brand launches the M’Car[1]
Product launch
Yulon’s Tobe marque began selling a redesigned and rebadged Geely Panda/LC-based model in Taiwan and Vietnam.
- 2009
Yulon establishes the Luxgen automotive brand[1]
Product launch
Yulon introduced Luxgen as a Taiwanese brand for vehicles designed through its domestic engineering and research capabilities.
- 2009
Yulon forms Dongfeng Yulon joint venture[1]
M&A
Yulon and Dongfeng created a mainland Chinese joint venture intended to manufacture and sell Luxgen vehicles in China.
Sources9 sources
- 1Yulonen.wikipedia.org
- 2Yulon Motor official websiteyulon-motor.com.tw
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